the coffee bean case study jerry sommerville...
TRANSCRIPT
THE CHALLENGE:
THE COFFEE BEAN AND TEA LEAF CASE STUDY
he Coffee Bean & Tea Leaf is an American
coffee chain founded in 1963 that has grown
to over 1000 self-owned and franchised
stores in the United States.
T
T
I
W
D
he intent of many mobile users is to find
the nearest brick and mortar location - not to
purchase ecommerce products. Therefore,
bid down on all mobile devices to increase
ROI efficiency.
TRADITIONAL SOLUTION:
n 2015, Google announced that mobile
searches surpassed desktop searches for the
first time. Will the limitation of all mobile users
hurt revenue potential?
FOOD FOR THOUGHT:
e gathered the zip codes of all The Coffee
Bean and Tea Leaf locations. For users who
were in range of a location and on a mobile
device, we placed a bid reduction. For all
other mobile users, we increased the bids.
NOTE: The new mobile strategy allowed for a 64% spend increase with virtually no impact on the ROI.
OUR SOLUTION:
ue to the high volume of mobile searches for
brick and mortar locations, The Coffee Bean
and Tea Leaf’s paid search account struggled
to drive ecommerce sales efficiently. When the
spend was increased to drive more revenue, the
ROI dramatically decreased to a diminished return.
THE STUDY THE RESULTS
Marketing strategy, campaign management, and case study content and design by Jerry Sommerville II
SPEND REVENUE ROI
64.17% 66.77% 1.58%
(OVER A 15 DAY PERIOD)